Ten years after launching House of Dereon, Beyonce Knowles announces a new fitness and streetwear line with UK brand Topshop. The living legend and Topshop head Philip Green have agreed to partner in new company Parkwood Topshop Athletic Ltd. The actual name of the activewear line, which will be available in 2015, is yet unnamed.
In a statement today, Knowles gushes, “I could not think of a better partner as I continue to grow the Parkwood business. I have always loved Topshop for its fashion credentials and forward thinking. Working with its development team to create and produce a technical and fashion-led collection is exciting, and I’m looking forward to participating in all aspects of this partnership.”
Since the new venture will operate independently of Topshop, a completely new team will be hired to create the line, including a creative director and head designer. The new label will have clothing, footwear and accessories inspired by dance, fitness and sport.
“We have been looking at this category as fashion-inspired fitness develops, and know that this is right in our customers’ heartland,” Green said. “Creating a partnership with Beyoncé, one of the most hard-working and talented people in the world, who spends many hours of her life dancing, rehearsing and training is a unique opportunity to develop this category. Being partners with Beyoncé and her team, who have the greatest creative energy and enthusiasm, is inspiring for all of the team at Topshop. We have much to achieve in just under a year, but we are all up for the challenge, and look forward to delivering athletic streetwear in an inventive and exciting way.”
Can you say gym motivation?
-Colby Carrington